Guests have long become accustomed to communicating via chat – for many, it has even become their preferred method of communication. Hotels can in turn make themselves available to their guests throughout the entire guest journey, right where they are: from the Google search to check-out. Digital assistants can be utilized not only on hotel websites but also on platforms like WhatsApp, Facebook, Instagram, in digital guest directories, guest apps, and even within Google Maps and Google search to assist guests.
In 2020, Google introduced a new communication channel: Google’s Business Messages. With this new feature, potential guests can contact hotels directly through chat with just one click, either from Google Search or Google Maps listings. Why is this relevant for hotels? Firstly, because it’s Google – Google processes over 5 billion search queries a day – and secondly, because it allows hotels to connect with potential guests at the earliest possible stage of the guest journey, thus reaching even more guests. Hotels can utilize this feature through the Google My Business app – only as a live chat without automation. Alternatively, they can use a chatbot provider like DialogShift, which integrates a central guest communication platform through the Google Business Messages API (interface), making Google an additional chat channel alongside websites, Facebook, Instagram, WhatsApp, and guest apps. This enables hotels to use a chatbot and live chat system that is integrated into various customer touchpoints. Live chats are answered centrally from one inbox.
WhatsApp is the most popular messaging service in Germany. Many are familiar with the "WhatsApp app" from personal use. Since 2018, there have been official solutions for customer communication with WhatsApp: the WhatsApp Business App for small businesses and the WhatsApp Business Platform (formerly WhatsApp Business API) for medium and large enterprises. Unlike the WhatsApp Business App, the WhatsApp Business Platform is not free, and hotels often need partners like DialogShift to access the API interface. These business providers are official partners of WhatsApp and can offer your hotel simple and data protection-compliant access to the API. It's important to note: Only through the WhatsApp Business Platform can automation of communication in WhatsApp be realized. This means that deploying a chatbot in WhatsApp is only possible through the WhatsApp Business Platform.
The WhatsApp Business Platform allows for two types of interactions with guests: messages initiated by guests to the hotel and messages initiated by the hotel. Depending on the category, different costs are incurred.
For guest-initiated messages, guests start the dialogue in the chat ("Where can I park?", "What time can I check-in?"). When a guest contacts the hotel via WhatsApp, the hotel has 24 hours to respond. With a chatbot, managing these responses is straightforward. If the guest does not respond further, the window closes after 24 hours, and you no longer have the ability to message the guest.
If the dialogue is initiated by the hotel without prior contact from the guest, it can only be done through pre-made outgoing messages. These so-called Template Messages must be approved by Meta and require an opt-in from the guests. Sending hotel-initiated messages to guests is based on guest data from the hotel’s Property Management System (PMS) or Customer Relationship Management (CRM). As of February 2022, WhatsApp introduced a new business pricing model. Conversations that the hotel starts are billed per 24 hours. This period begins when the first message is sent by a company — either in response to an inquiry or when a WhatsApp push message is sent to guests. Within these 24 hours, the number and type of messages sent do not affect the cost.
Tip: According to the current pricing model, the first 1,000 conversations per month per WhatsApp Business account are free. You can find the current price list on WhatsApp’s official pricing page.
"Nothing beats the simplicity and ease of just sending a WhatsApp message when you have a question."
The fundamental requirement for using the WhatsApp Business Platform is a verified WhatsApp business profile, which is created through the Meta Business Manager. In the second step, businesses need a telephone number that will be associated with the WhatsApp customer service channel. Both mobile and landline numbers are acceptable.
DialogShift handles the complete technical integration and offers comprehensive support. The guest communication via WhatsApp has the significant advantage that WhatsApp is a comfortable and familiar communication channel for most guests, offering a personal touch. This has a positive impact on customer loyalty: Being part of your guests' WhatsApp contact list essentially places your hotel within their closest circle. Nothing beats the simplicity and casualness of just sending a WhatsApp message when you have a question.
